With almost all fine art rugs you want to minimize the risk of unwanted and damaging fading that is caused by the sun. The sun will actually bleach out the colours from the rug. You will notice a vast difference in fading if one side of a rug has been left in the sun and another side has not.
The best way to avoid such damaging is by not placing your rugs in direct sunlight. If an area of rug is in dircet sunlight, rotate the rug around every couple of months. By doing this you are not stopping the damage done by the sun, but you are making the fading even. So that one end does not look worse then the other.
It is also recommended that you vacumm your rug on a regular basis to help fight against the build up of sediment. I always recommend to my clients a vacum cleaner without a beater bar. There is more likely hood of pile damage and fringe damage with a beater bar vacum then a standard vacum cleaner.
If you ever drop something on your rug, coffee, tea, wine, curry etc.
PLEASE DO NOT GO TO YOUR KITCHEN CUPBOARD AND PICK UP ANY OLD STORE BOUGHT "CLEANER" YOU HAVE!
Simple mop up any spillages straight away. Using kitchen roll simply blot up any spill that is on the surface of the rug. Use a whole roll if you have to.